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Impacts of Social Media on Managing Customer Relationships in b2b Business Environment in Birmingham, UK

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The Effect of Information Technology on Business and Marketing Intelligence Systems

Part of the book series: Studies in Computational Intelligence ((SCI,volume 1056))

Abstract

This research aims to understand the impacts of social media in managing customer relationships for the seller business organizations within the Business-to-Business (b2b) business environment. This research will help the seller organizations involved in b2b businesses to understand the full advantages of social media they can take towards achieving better customer relationship performance. Accordingly, the seller business organizations can use social media sites to improve social CRM capabilities and retaining more customers. The researcher has followed a descriptive research approach. Quantitative data were collected and used for this research. SEM-PLS model is used in this research. It can be said from the data analysis that social media has strong positive effects on building customer relationships within the b2b business environment though it is also seen that most of the organizations use social media as only their marketing tool, and they do not use it as a relationship tool. The main limitations of this research were the small sample size, limited time, and limited financial support. More time, financial support, and bigger sample size will help to perform comprehensive research in the future.

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Authors and Affiliations

  1. Department of Business Administration, College of Business, Al Ain University, Abu Dhabi Campus, Abu Dhabi, UAE

    Mohammed T. Nuseir

  2. College of Communication and Media, Al Ain University, P.O. Box 112612, Abu Dhabi CampusAbu Dhabi, United Arab Emirates

    Ahmad I. Aljumah

  3. Department of Marketing, School of Business, The University of Jordan, Amman, Jordan

    Muhammad Alshurideh

  4. Department of Management, College of Business Administration, University of Sharjah, Sharjah, United Arab Emirates

    Muhammad Alshurideh

  5. Abu Dhabi Vocational Education & Training Institute (ADVETI), Abu Dhabi, UAE

    Sarah Urabi

  6. Department of Marketing, Faculty of Economics and Administrative Sciences, The Hashemite University, Zarqa, Jordan

    Barween Al Kurdi

Authors
  1. Mohammed T. Nuseir
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  2. Ahmad I. Aljumah
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  3. Muhammad Alshurideh
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  4. Sarah Urabi
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  5. Barween Al Kurdi
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Correspondence to Mohammed T. Nuseir .

Editor information

Editors and Affiliations

  1. Dept of Mngmnt, Cllg of Busness Admin, University of Sharjah, Sharjah, United Arab Emirates

    Muhammad Alshurideh

  2. Department of Business Administration, Faculty of Economics and Administrative Sciences, Hashemite University, Zarqa, Jordan

    Barween Hikmat Al Kurdi

  3. Management Information Systems Department, School of Business, University of Jordan, Aqaba, Jordan

    Ra’ed Masa’deh

  4. Skyline University College, Sharjah, United Arab Emirates

    Haitham M. Alzoubi

  5. Research Institute of Sciences and Engineering, University of Sharjah, Sharjah, United Arab Emirates

    Said Salloum

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Nuseir, M.T., Aljumah, A.I., Alshurideh, M., Urabi, S., Kurdi, B.A. (2023). Impacts of Social Media on Managing Customer Relationships in b2b Business Environment in Birmingham, UK. In: Alshurideh, M., Al Kurdi , B.H., Masa’deh, R., Alzoubi , H.M., Salloum, S. (eds) The Effect of Information Technology on Business and Marketing Intelligence Systems. Studies in Computational Intelligence, vol 1056. Springer, Cham. https://doi.org/10.1007/978-3-031-12382-5_5

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